Toys R Us, Babies R Us and Geoffrey the Giraffe are making a comeback.

One year after liquidating its U.S. stores, former Toys R Us executives announced Monday that the iconic retailer has emerged as a company called Tru Kids Inc., and will be doing business as Tru Kids Brands.

Tru Kids will be run by President and Chief Executive Richard Barry, who previously served as global chief merchandising officer for Toys R Us.

“We have a once-in-a-lifetime opportunity to write the next chapter of Toys R Us by launching a newly imagined omni-channel retail experience for our beloved brands here in the U.S.," Barry said in a statement announcing the plans.

Representatives for Tru Kids did not respond to a call for comment Monday.

After a crippling 2017 holiday season, the Wayne-based toy retailer liquidated its stores across the United State. Its lenders, including Solus Alternative Asset Management and the Angelo Gordon Investment firm, then took control of the company's intellectual property, which includes the three iconic brands, CNBC reported.

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Fran Monbray of West York and her daughter Stefanie Moyar of Spring Garden Township react after finding a figurine for less at the West Manchester Township Toys R Us on Thanksgiving night in this 2013 photo. File

Kerry Neiderer of Hanover has her hands and chin full of toys as she waits on line at Toys R' Us in West Manchester Township during Black Friday 2011. DAILY RECORD/SUNDAY NEWS--JASON PLOTKIN Jason Plotkin, York Daily Record

Jessica Luu, left, looks for deals as her friend's baby, Kaylee Oliver, inspects a toy in the shopping cart, as shoppers at Toys R Us at The Forum at Olympia Parkway in Selma, Texas, on Nov. 28, 2008. Bob Owen, The San Antonio Express-News/AP

In this Jan. 7, 1992, file photo, President George H. Bush, left, listens to Toys R Us Chairman Charles Lazarus, right, as he visits the toy chain's second store to open in Japan. Lazarus, the World War II veteran who founded Toy R Us, has died at age 94. Toy R Us confirmed Lazarus death in a statement Thursday, March 22, 2018. AP

A shopper has her hands full as she heads for the registers at Toys R Us in Indianapolis which opened Thursday night at 10 p.m. to beat the Black Friday rush Thursday, Nov. 25, 2010. Joe Vitti/IndyStar

Early Black Friday shoppers were first into the Toys R Us in Indianapolis Thursday, Nov. 27, 2014, late afternoon to kickoff the holiday shopping season. Shoppers find bargains and roadblocks in the isles while shopping on Thanksgiving evening. Matt Kryger/IndyStar

When Toys R Us announced it is closing all its stores, it noted customers with gift cards for the retail giant have until April 21 to redeem them in existing stores are online. File Photo AFP/Getty Images

Elizabeth Cupeles, left, gets help securing gifts on her car roof rack from her cousins June Delgado and Eddie Concepcion, right, at the Toys R Us store in Elizabeth, N.J., on Nov. 28, 2003. Brian Branch Price/AP

The Toys R Us brands began operating under Tru Kids Inc. on Jan. 20, the company said Monday. It plans to open 70 stores this year in Asia, India and Europe, and is focusing on the development of e-commerce platforms.

It was also unclear what the company's strategy will be for reviving the iconic brands in the U.S. market and whether the stores will open under the Tru Kids name or if the Toys R Us name will be revived.

The company said further updates for its nationwide strategy will be announced. This week's announcement comes days before the annual Toy Fair New York, which is the industry’s biggest U.S. trade show, starting this weekend.

Last month, reports began to surface of a possible comeback by former Toys R Us executives. Some began reaching out to toy manufacturers in late January to discuss their plans, the New York Post reported, and reportedly to set up meetings during this weekend's Toy Fair. Insiders told the Post last month that executives had been quietly working out of the company’s old headquarters in Wayne.

Other returning top Toys R Us employees on the Tru Kids management team include: Matthew Finigan, who will serve as its chief financial officer; James Young as executive vice president of global license management and general counsel; and Jean-Daniel Gatignol as senior vice president of global sourcing and brands.

Yehuda Shmidan, chief executive of Wave Hill Partners and former chief executive of Sequential Brands Group, will serve as vice chairman of the company to advise on its global strategy. Sequential Brands owns, manages and licenses a selection of brands including Martha Stewart Living and the Jessica Simpson Collection.

Tru Kids is also the parent company for the brands Journey Girls, Fastlane, True Heroes, You & Me, Imaginarium and Just Like Home. The company described itself as a business focused on its growth through innovative partnerships.

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In October, initial signs of a Toys R Us revival began to unravel when lenders revealed they planned to keep its corporate brand names and intellectual properties. They also unveiled plans for a wholesale venture called Geoffrey's Toy Box — a collection of brands featured at nearly 600 Kroger-owned grocery stores this past holiday season.

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A new venture with a familiar mascot is rising from the ashes of the fallen Toys R Us retail toy kingdom. Reporter Joan Verdon explains.
Joan Verdon, Staff Writer, @JoanVerdon

Although Toys R Us and Babies R Us shuttered their doors across the United States last year, the company continued to operate more than 900 stores and e-commerce businesses in more than 30 countries in Asia, Europe, Africa and the Middle East. Those businesses generated $3 billion in global retail sales last year, the company said.

Tru Kids said it has global partners spanning the United Arab Emirates, Israel, South Korea, Saudi Arabia, India, Labuan and Asia, and plans to work closely with those partners to expand the Toys R Us and Babies R Us brands in those markets.

Tru Kids Brands also has offices in Hong Kong and Shenzhen, China, the company said.

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Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. Geoffrey was welcomed to his new home July 11 in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. Geoffrey was welcomed to his new home July 11 in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. Geoffrey was welcomed to his new home July 11 in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. Geoffrey was welcomed to his new home July 11 in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. ~Courtesy of Peter Haigney

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. ~Courtesy of Peter Haigney

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. ~Courtesy of Peter Haigney

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. ~Courtesy of Peter Haigney

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. ~Courtesy of Peter Haigney

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. ~Courtesy of Peter Haigney

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. ~Courtesy of Peter Haigney

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. Geoffrey was welcomed to his new home July 11 in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. ~Courtesy of Peter Haigney

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. ~Courtesy of Peter Haigney

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. ~Courtesy of Peter Haigney

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. On July 11, Geoffrey was welcomed to his new home in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo

Once located at the Toys ‘R’ Us headquarters in Wayne, New Jersey, the 16-foot tall, 550-pound fiberglass statue of Geoffrey the Giraffe has found a new home at Bristol-Myers Squibb Children’s Hospital at Robert Wood Johnson University Hospital (RWJUH) in New Brunswick’s. Geoffrey was welcomed to his new home July 11 in the lobby of the Children’s Hospital to greet sick children and their families as they enter the facility. Cheryl Makin/Staff Photo